推薦序 
前言 
Chapter 1 Marketing Management 營銷管理
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1.1What is Marketing
1.2How Marketing Discovers and Satisfies Consumer Needs
1.3The Production, Product and Selling Concepts
1.4The Marketing Concept and Societal Marketing Concept
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Chapter 2 Consumer Behavior 消費(fèi)者行為
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2.1The Buyer Decision Process
2.2Factors Influencing Consumer Behavior
2.3Models of Consumer Behavior
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Chapter 3 Marketing Environment營銷環(huán)境
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3.1Demographics and Culture
3.2Economic forces and Regulatory Forces
3.3Technological Forces and competitive forces
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Chapter 4 Marketing Research 營銷調(diào)研
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4.1The Types of Marketing Research
4.2Focus Groups
4.3Depth Interviews and Projective Tests
4.4Types of Surveys
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Chapter 5 Marketing Strategy and Relationship Marketing營銷戰(zhàn)略和關(guān)系營銷
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5.1Market Segmentation
5.2Market Targeting
5.3Positioning
5.4Relationship Marketing
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Chapter 6 Marketing Mix 1：Product Strategy市場營銷組合1：產(chǎn)品策略
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6.1The New Product Process
6.2Product Life Cycle
6.3packaging
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Chapter 7 Marketing Mix 2：Pricing 市場營銷組合2：價格
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7.1Nature and Important of Price
7.2The Pricing Constraints and Objectives
7.3Demand�瞓ased Methods
7.4Competitive�瞓ased Methods
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Chapter 8 Marketing Mix 3：Place市場營銷組合3：渠道
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8.1Marketing Channel
8.2Retailing
8.3Logistic Management
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Chapter 9 Integrated Marketing Communications整合營銷傳播
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9.1What is Integrated Marketing Communications
9.2Publicity and Public Relations